Account-based marketing (ABM) is a strategy for driving revenue by targeting high-value accounts.
A strong ABM LinkedIn Strategy goes beyond targeted advertising. Profile-Based Marketing (PBM) offers a powerful, complementary approach that many marketers underestimate or overlook.
By leveraging individual profiles’ organic reach and relationship-building capabilities, you can significantly enhance your ABM LinkedIn Strategy and drive meaningful engagement.
Profile-Based Marketing centres around optimising the LinkedIn profiles of your team members to engage target accounts.
Think of it as empowering your employees as brand ambassadors and thought leaders, building trust and driving meaningful connections.
This strategy works particularly well on LinkedIn, a “people first platform” where relationships are built individually.
Want to know more about the power of a personal brand on LinkedIn? Read my blog here.
Ensure your team’s LinkedIn profiles demonstrate their subject matter expertise and highlight the value proposition relevant to your target audience.
Encourage your team to share content that provides value to their network while reinforcing the key themes and value propositions related to your overall ABM strategy.
Focus on your high-value target accounts.
Map Your Network: determine how your colleagues are already connected to individuals within those accounts.
Don’t forget LinkedIn is a social platform, so connecting strategically and lead nurturing on LinkedIn is more effective than a direct sales approach.
Profile-based marketing helps you break into target accounts by leveraging your team’s existing network. By working together, you can build on each other’s connections and improve your connection acceptance rate (CAR) to your target accounts.
*Note – At Pitch121 we call this ‘cross-connecting’.
Our research shows that second-degree connections are 14% more likely to accept connection requests than those further removed.
Enable cross-connecting by identifying and sharing lists of first-degree connections within the target account with colleagues.
Sales Navigator is a powerful tool which can be leveraged to support your PBM efforts.
Key features include:
Create lead lists to identify key decision-makers and nurture your connections within target accounts.
While direct outreach is important, organic LinkedIn activity plays a vital role in Profile-Based Marketing.
To keep organic reach on track remember;
Of course, you need to make sure your strategy is bearing fruit. To keep on top of the ROI of your ABM and Profile-Based Marketing, consider these metrics:
Find more details on tracking your team’s metrics in our blog Tracking Brand Awareness Metrics on LinkedIn.
By integrating Profile-Based Marketing into your Account Based Marketing strategy, you can build stronger relationships with target accounts, increase brand awareness, and drive revenue growth.
For more on this topic, check out Laura’s LinkedIn Live session: Personalise Your ABM: LinkedIn Strategies to Engage High-Value Prospects.
